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Unlocking the Power of Email

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Overview

Did you know that $14 billion is generated during the Black Friday weekend alone? 

In order for you to make the most of Black Friday opportunities, your business needs to have a well-executed holiday marketing strategy in place. Email marketing is a low-cost, high-return way of driving sales and revenue over Black Friday weekend, by making the most of both your existing customer base and new website visitors. 

Our expert email marketing specialists have broken down the top three tips to bring your email marketing to the next level. 

Implement segmentation & hyper-personalisation

Segment your audience into groups based on status, interactions and website activity. If an existing customer has spent a lot of money with you in the past, create a segment that gives them priority during the Black Friday weekend and encourages them to purchase, e.g. early access or a discount via email campaigns. Segmenting loyal customers will build a stronger relationship with them as they feel highly valued and appreciated by your business. Customers who feel they’re valued are more likely to purchase. 

Another essential part of building that customer relationship is personalisation. Hyper-personalisation automations can be done by setting up flows such as abandoned carts and abandoned checkout triggers that include conditional splits based on numerous variables. Doing so ensures that: 

  1. your company improves conversion rates and
  2.  the customer leaves with the product they want

Utilise smart conditional blocks

Using smart conditional blocks goes hand in hand with segmentation and personalisation. Smart conditional blocks display tailored messages or images based on custom fields or tags that apply to the receiver. This makes messages more relevant and personalised. For our e-commerce clients, we use Omnisend & Klaviyo platforms to utilise smart conditional blocks in emails.

It’s the perfect way to target the customer at the right time with the content they’ve expressed interest in. 

Utilising smart conditional blocks during the Black Friday weekend can boost sales. 

We recommend creating a sense of urgency during Black Friday weekend by integrating a countdown timer in your email campaigns. This ensures your customers act urgently and make the most out of this sales period while also leveraging this opportunity to maximise your marketing ROI.

Turn first-time buyers into long-term customers

You’ll likely attract a lot of new customers during the Black Friday weekend that you may never see again. Recognize the value of this new traffic and start establishing a long-term relationship by deploying an effective post-purchase email strategy.  Remember, it costs 5x times as much to acquire a new customer than to retain a current one. So start implementing an email strategy that turns first-time buyers into long-term customers. 

If you would like to learn more about how to boost your email marketing to the next level, sign up for our Unlocking the Power of Email webinar where our email marketing expert, Dylan Rogers and our operations manager, Caitlin Foley will give you the building blocks of building a successful Black Friday email marketing strategy. 

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